Today we’d like to introduce you to Nicole Lelli.
Hi Nicole, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve been in the hospitality industry since I was 14, working my way up through high-end resorts and country clubs in Food & Beverage and Event Management. I hold a culinary degree as well as a Bachelor’s in Hospitality and Tourism, which laid the foundation for my passion for service and event execution.
After COVID, I shifted gears stepping into the Executive Assistant arena and later launching my own executive assistant company. As we began planning more events for our clients and attending many weddings, I noticed a recurring theme—friends who were getting married kept mentioning all the small but important things that were slipping through the cracks. It brought me back to my own wedding, where I remember how many little tasks ended up falling on the us or being delegated to friends and family.
While planners are focused on the big picture and overall execution, couples often need extra support to make sure all the personal touches and day-of logistics actually happen. I saw a real need for a “gap filler”—someone who can act as an extra set of hands and help bring the couple’s vision to life without relying on loved ones.
That insight inspired me to add concierge-style event support to my executive assistant business. It quickly gained traction, and in January 2024, I officially launched Beck and Bridal as its own company. Since then, we’ve hit the ground running—introducing our services, donating time to build awareness, and filling a much-needed space in the wedding and event industry.
As we built Beck and Bridal, we began expanding our services beyond weddings. I noticed another need while attending my friends’ kids’ birthday parties—or even when hosting my own events at home. Hosting a party in your home often means spending the entire time serving drinks, replenishing food, tidying up, and never actually enjoying the event yourself.
So we created our private home party concierge service. We step in as your host—welcoming guests, maintaining food and beverage stations, tidying up during the event, and ensuring everything is cleaned up before we leave. From dishes and trash to resetting your space, we make sure you wake up to a clean house the next morning. We’re also TABC certified, so if you need someone to bartend or pour drinks responsibly, we’ve got that covered too.
We’ve also expanded into the corporate space, partnering with DMCs and corporate planners to act as extra hands on-site—assisting with vendor coordination, setup, guest management, and logistical details. Back in the wedding world, we’ve become the go-to team for clothing steaming, pet care as well as pickup tasks like cake, florals, and end-of-night decor, helping ensure nothing is left behind and everyone gets to simply enjoy the moment.
At Beck and Bridal, we thrive in the in-between. Whether it’s a wedding, private gathering, or corporate event, we fill the gaps so your celebration feels seamless—and you get to be fully present for it.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It’s been as smooth as it can be for a growing small business—but like any new venture, it comes with its fair share of challenges. One of the biggest hurdles has been educating people on the value of our services. Many clients start out budget-conscious and lean toward DIY solutions, which we completely understand. But as their event date approaches, they begin to realize just how many details fall through the cracks—and that’s where we shine.
A key challenge has been clearly communicating how our role is different from that of a planner or coordinator. We’re not here to replace them—we’re here to support both them and the couple (or host) by stepping in with hands-on help and personalized attention where it’s most needed. That can be hard to explain until someone has experienced it firsthand.
Another ongoing challenge is balancing growth with infrastructure. As demand increases, we’re seeing more days with multiple bookings and overlapping events. That means building a reliable team we can call on, even if we don’t yet have full-time hours to offer. At the same time, we’re working hard behind the scenes to develop and refine our systems, processes, and pricing structures so we can grow sustainably while staying flexible for clients.
Personally, I also juggle a full-time job and a few industry side hustles to help build connections and support the financial side of launching this business. It’s a lot to manage, but it’s all part of the journey—and we’re learning, improving, and expanding every single day.
Ultimately, our biggest challenge and greatest opportunity is growth—keeping up with it while continuing to educate people about what we do and why it’s such a game-changer for events of all kinds.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’m incredibly proud of the work we do and the team we’ve built.
One of the things I’m most proud of is the partnership I’ve built with my best friend and right-hand woman, Amy. We are total opposites in the best way—I’m bubbly, outgoing, and thrive in the heart of the action, while Amy is the structured, behind-the-scenes powerhouse who ensures everything runs like clockwork. With my 30+ years in the hospitality and events industry and Amy’s type-A organizational skills, we truly balance each other out and deliver an experience that’s both fun and flawlessly executed.
What sets us apart is our flexibility and our ability to personalize. We don’t believe in cookie-cutter services—we really listen to our clients, understand what they need, and tailor our support accordingly. Whether it’s a small, intimate wedding or a large-scale event, we show up with a “whatever it takes” attitude and make sure our clients feel like they’re our only one.
Personally, I take pride in my ability to multitask with a positive, professional attitude and an unmatched work ethic. I’ve been hustling in this industry since I was a teenager, and I’m known for being dependable, enthusiastic, and 100% committed to getting the job done right. Amy and I bring that “best friend” energy to every client relationship—we want people to feel supported, understood, and completely taken care of.
At the end of the day, I think what sets us apart is heart. We understand the pressure that comes with hosting or getting married, and we know how to ease that burden. We combine experience, connection, and hustle to create an experience that’s not only memorable—but enjoyable every step of the way.
Before we go, is there anything else you can share with us?
At Beck and Bridal, we offer both full-service packages and fully customizable options. Our approach is always tailored—we take the time to understand the event and what’s truly needed, then build a plan that fits. We pride ourselves on being hands-on throughout the process, participating in walkthroughs and coordinating with vendors to ensure everyone is aligned and the event runs seamlessly.
In addition to event-day support, we’ve expanded our offerings to become a one-stop shop. I personally have a strong background in design and love creating flyers and marketing materials. I am great at simple centerpieces to save clients time and money. We also have a content creator on our team to help clients capture and share their events beautifully. Currently, we’re working on adding catering partners to offer platter and drop-off options, further streamlining the planning process for our clients.
Our goal is to make things as easy and convenient as possible. That means we’ll run errands, pick up décor, assemble DIY projects—whatever is needed to take the pressure off. One of our most unique services is pet care. We know how important it is for couples to include their dogs in their big day, especially in a dog-loving city like Austin. We’ll coordinate mid-day pet pickup, assist during the ceremony and photos, and make sure your fur baby gets home safely afterward.
Every day, we’re growing and refining our services to better serve our clients. At the end of the day, our mission is simple: to fill the gaps, relieve the stress, and help create unforgettable experiences with a personal, thoughtful touch.
Contact Info:
- Website: https://www.beckandbridal.com
- Instagram: @beckandbridal
- Facebook: Beck and Bridal
- LinkedIn: https://www.linkedin.com/company/beck-and-bridal-event-concierge-services/?viewAsMember=true
- Youtube: Beck and Bridal
- Other: TikTok: Beck and Bridal
